Aryudi, Yudistira Bramasta (2021) Analisis Pengaruh Perceived Value, Promosi Penjualan Dan Influencer Marketing Terhadap Minat Pembelian (Studi Pada Pengguna Aplikasi Video Game Gratis). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Perceived Value, Sales Promotion dan Influencer Marketing terhadap purchase intention pada Aplikasi video games gratis di Kota Malang. Jenis penelitian ini adalah explanatory research yang menjelaskan atau membuktikan hubungan atau pengaruh antar variabel independen dan dependen. Penelitian ini menggunakan sampel sebanyak 140 responden dimana penyebaran kuesioner dilaksanakan di Kota Malang. Pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Sampel terdiri dari responden yang berdomisili di Kota Malang atau menetap sementara di Kota Malang yang mempunyai dan bermain video games dalam ponsel pintar yang dimiliki. Analisis data menggunakan Analisis Regresi Linier Berganda dengan menggunakan SPSS ver. 28.0 Hasil penelitian menunjukkan bahwa dari ketiga variabel yaitu perceived value, sales promotion dan influencer marketing, memiliki pengaruh positif signifikan terhadap purchase intention.
English Abstract
This study aims to determine how the effect of Perceived Value, Sales Promotion and Influencer Marketing on purchase intention on free video game applications in Malang City. This type of research is explanatory research that explains or proves the relationship or influence between the independent and dependent variables. This study used a sample of 140 respondents where the questionnaire was distributed in the city of Malang. Sampling using non-probability sampling method with purposive sampling technique. The sample consists of respondents who live in Malang City or temporarily live in Malang City who own and play video games on their smart phones. Data analysis using Multiple Linear Regression Analysis using SPSS ver. 28.0 The results show that of the three variables, namely perceived value, sales promotion and influencer marketing, all three have a significant positive effect on purchase intention
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020095 |
| Uncontrolled Keywords: | Perceived Value, Sales Promotion, Influencer Marketing, Purchase Intention., Perceived Value, Sales Promotion, Influencer Marketing, Purchase Intention. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 04 Jan 2022 04:22 |
| Last Modified: | 25 Feb 2022 06:22 |
| URI: | http://repository.ub.ac.id/id/eprint/187781 |
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Text (DALAM MASA EMBARGO)
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